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Lucinda Strafford has been called out by fans, after they noticed her promoting copycat designer pyjamas, as well as using pictures of Dior bags to promote her fashion brand.
The 21-year-old Love Island star runs her own online clothing boutique and also works as an influencer, but a few of her promotional posts have raised eyebrows amongst fans.
Lucinda, who hails from Brighton and was reportedly living with her Brighton and Hove football player ex Aaron Connolly only weeks ago, has promoted clothes from the likes of Fashion Nova to smaller independent brands across her Instagram grid.
Although the islander now has over 310k followers as a result of the show, she already boasted 100k before setting foot on Love Island, meaning she already had a significant fanbase.
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On May 23, a few weeks before heading onto the show, Lucinda posted a picture of herself looking glammed up on her grey, white and pink bed, donning a pair of silk pyjamas and a matching headband captioned "ad", meaning she'd been paid to promote the set.
The PJ's, sold by an online boutique not owned by the Love Island star called Angel Luxe, are made from fabric which looks awfully similar to Fendi's infamous F-print, and will set you back £35, a fraction of the cost of the £1,550 designer pair.
Only a short while earlier on May 12, Lucinda posed lounging in the sunshine wearing a simple black bikini top, adorned with the double C logo, owned by luxury brand Chanel.
The star tagged a brand called Oh So Dollie, which have since deleted their Instagram.
Her clothing brand, The Luxe Range, has come under fire after fans quizzed the brand for selling 'fake Dior'.
The boutique's Instagram account, which boasts over 35k followers, frequently promotes the clothes sold on its website, which mainly consist of tops, dresses, jackets, and lots of loungewear.
Costing between £16-35 per item, the prices are comparable to those of established fashion brands such as I Saw It First or In The Style.
Lucinda poses for their social media wearing most of the fashion items they have on offer, but other images featuring designer bags galore are also posted on The Luxe Range Instagram account.
From £1,300 Louis Vuitton Neverfull totes to £2,800 Dior saddle bags, endless images on the page show off a variety of expensive designer bags.
As The Luxe Range isn't an official stockist for these high end brands, fans have been left baffled by the boutique's social media posts.
Captioning one image, which features the Dior saddle bag in three different shades, they wrote: "Make sure you shop our full collection for new Summer stock pieces.
"SHOP NOW! www.theluxerange.co.uk #TheLuxeRange"
From snaps of Lucinda donning plenty of designer accessories to model the site's clothes, to other close up shots of items such as designer Dior trainers captioned: "We are constantly restocking sizes, so be quick!" The images chosen give off an impression, which is used to promote the brand.
Another snap, only posted a week and a half ago by the brand, shows a Dior 'Lady Dior Cannage' handbag, which retails at £3,700, along with a black saddle bag from the same brand.
"Why are you selling fake @dior" commented one confrontational fan.
However, The Luxe Range defended the brand, stating "we do not sell fakes if you look at our website and profile".
The online boutique, although still operating, is very low in stock, as when you click on the accessories or the shoe section, a message simply reads "We don’t have any products to show here right now."
OK! contacted Lucinda's representatives at ITV, who declined to comment.
Lucinda's management also declined to comment.
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